What’s the best IRL marketing work you’ve seen recently?

This summer certainly did not disappoint. There were lots of exciting things happening on billboards, brilliant marketing around the summer’s major sporting events, and a new emphasis on participation as a counterpoint to the rise of AI and automation.

So, we asked: what have you seen this summer that made you happy to be alive, proud to work in this industry – and, quite frankly, relieved not to be a robot? Because, in our opinion, IRL is still a little better than URL.

Liam Edwards, senior designer, AgencyUK: "Out-of-home advertising is supposed to be bold, eye-catching, and just a little bit cheeky—everything Mother nailed with the KFC Tower Burger campaign. Launched in February, this ad didn’t just stay inside the lines; it literally broke out of them. The “vertically gifted” tagline is a hilarious nod to the burger’s towering height, and the design takes that joke and runs with it, with the burger literally bursting out of the billboard. Anything that seamlessly combines creative execution with the whole purpose of a product is a winner in my book."

Charlie Boutflower, creative lead, TRO: "Fun cuts through the fat. Jellycat recently released a new fish & chips range at a pop-up in Selfridges. You’ve probably seen it - it was all over socials (competing with Olympic countdown content). It was shared for a very simple and wonderful reason: they brought the toys to life. No big builds, a bit of fish & chip shop theming. It sold out. Everyday. At like 7am? It was silly really – just two normal brand ambassadors playing chip shop staff. They played with each fan, asking if they’d like salt and vinegar (absolutely!) followed by a theatrical sprinkling from another toy. They wrapped up the toy in branded newspaper (nice touch), popped it in a bag and that was that - just like the real thing! It’s a toy at the end of the day, you’re meant to play with them! Don’t overcook it."

Natasha Kundaiker, business director, THE FIFTH: "Smaller charities can find it hard to cut through, but I found the Melanoma Fund’s Silhouettes OOH and digital campaign quite arresting and one I keep recalling months later. Highlighting the importance of sun protection ahead of the Euros, Olympics, and Paralympics, the campaign showed bodies close up with moles mirroring the shape of a swimmer, a cyclist, and a footballer. The power of the campaign was its simplicity and grounding in reality. It would have been easy to create digitally, but the charity used make-up and prosthetics on real athletes’ bodies to create authentic photography which showcased different skin textures and the way moles look in real life, making it a standout campaign.”

Zaina Muir, managing director, BrandOpus: “It’s fresh and can’t be ignored, Malibu‘s collaboration with Olympic diver Tom Daley and charity RLSS UK. In a strategic move, the campaign‘s use of floating billboards off the UK coast ensures the message reaches beachgoers directly, raising awareness about water safety, especially regarding the key message of the campaign: alcohol-related drownings. With a strong tagline, unique merchandise, and a timely release after Daley‘s retirement, the partnership is a clever move from Malibu and an effective boost for RLSS UK‘s visibility.”